In this episode of the Decode Podcast, I’m joined by Melissa Hickson, owner of Prime Residential Property Management in Melbourne’s west.
Melissa shares a horrific tale that serves as a valuable lesson for all of us in real estate or a service industry. In an unprovoked attack, Melissa’s Google Business Profile and social media accounts were spammed by more than 100 fake one-star reviews, causing her rating to plummet from 4.9 to 2.5 virtually overnight.
Listen to the podcast to hear how this online attack unfolded, the toll it took on Melissa, her staff and her business revenue, and the actions she took to recover. Melissa also shares practical advice on how to prepare for a crisis such as this. How to respond professionally, and what can be done to proactively tackle negative reviews.
Here’s a summary:
Why Google reviews matter in real estate
Google reviews are critical for real estate professionals, especially property managers.
- Most landlords begin their search for a property manager online, making Google the most important discovery tool.
- Positive reviews build trust and influence landlord decisions before they ever speak to you.
- Google Maps and appearing in the top 3 agencies are key for visibility, especially for landlords who live out of area.
- A strong review profile can boost your SEO, place you in AI results and give you a steady stream of new business.
When reviews turn into a digital nightmare
Melissa describes how she returned from a conference only to discover that her social media pages and Google reviews were being targeted by spammers.
- Over 100 one-star reviews were posted.
- They came from strangers with no connection to the business, using fake names and false claims.
- Many of the messages were abusive, some even including death threats.
Impact on business, team, and confidence
The spam reviews caused Melissa’s rating to drop significantly, and new business enquiries dried up almost overnight.
- She went from being highly visible to virtually invisible online.
- The team was shaken and struggled to stay motivated.
- Melissa considered closing the agency, but instead took a breather and removed herself from social media for a short period.
Fighting back and getting the fake reviews removed
Melissa sprang into action, getting assistance from her team and broader support network to help report the fake reviews.
- Friends, family, colleagues and referral partners all rallied to help.
- Google removed many of the reviews, although some remain today.
- Melissa responded to each of the remaining ones professionally, calling them out as fake.
Proactive real estate review strategies that work
Melissa has always approached her Google reviews strategically; she doesn’t just see them as a marketing tool, but as a genuine asset for building credibility and growing her brand.
- She seeks reviews from landlords, tenants, and partners at their happiest moments.
- Reviews are requested via text, video, and email.
- The team tracks progress and celebrates each new positive review.
Recovering from the emotional toll
The online attack didn’t just damage Melissa’s online presence; it left a lasting impact on her mindset.
- Her confidence was shattered, and even now she finds appearing in videos hard.
- She openly discusses the spam attack with potential clients to provide context and build transparency around the remaining negative reviews.
- The experience has made her and her team more resilient than ever.
Advice for other real estate professionals
Melissa encourages agency owners to think ahead and prepare for a crisis before it hits.
- Build a bank of 5-star reviews proactively.
- Be selective about which properties you take on.
- Respond to every review, even the fake ones, with professionalism.
- Remember: a reputation is fragile, but it can be recovered with the right support.
🎧 Listen now to learn how you can protect your real estate business from an online attack. Make sure your online reputation is protected and future-proofed. This episode is packed with practical lessons that you can act on today.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
